Case Study
Life’s better for Zee after ‘JIKNH’
The battle royale among the broadcasters to gain a greater share of viewership has witnessed an increasing activity in the last few weeks. With Star Plus and Sony having introduced new programmes like Sanjivani, Kisme Kitna Hai Dam, Dhadkan etc. in the prime time, the choice of programmes and genres within the programmes for the viewer has increased, giving greater choice to the viewers. For an advertiser, the task to track audiences has become a more uphill task. In this scenario, it becomes imperative to track changes in programme scheduling of channels, especially of mass channels. As a part of these channel dynamics, on 22 March, 2002, Zee TV introduced its celebrity based Jeena Isi Ka Naam Hai (JIKNH) in the Prime Time slot of Friday 2100-2200.
Background:
Prior to this programming change by Zee TV, the competitive environment in Friday 2100-2200 slot was:
| Channel | Time Slot | Programme |
| Sony | 2100-2130 | Kkusum |
| Sony | 2130-2200 | Heena |
| Star Plus | 2100-2200 | Khulja sim sim |
| Zee TV | 2100-2130 | Choti Maa …Ek Anokha Bandhan |
| Zee TV | 2130-2200 | Koi Apna Sa |
Channel Share, a key performance indicator, shows that in Hindi Speaking Markets, Star Plus was the clear leader in the C&S 4+ audiences (Cable & Satellite 4 Years and above) with Zee TV achieving almost 1/5th share of the market leader-Star Plus.
Understanding the Channel Dynamics post the JIKNH launch:
First, a look at the details related to the programme launched:
| Channel | Zee TV |
| Programme | Jeena Isi Ka Naam Hai |
| Date of Launch | 22 March ,2002 |
| Time Slot | 2100-2200 |
| Programme Type | Celebrity Based |
| Unique Selling Proposition | “Know the Celebrities through their close ones” |
| Celebrity featured in the inaugural episode | Shahrukh Khan |
Mumbai:
Trial Generation: The trial generation depicted by the reach numbers for the key market of Mumbai shows that the programme has proved to be a major success for Zee as the reach has risen by more than 100 per cent to 1.7 million viewers.
Viewership :
The share of viewership for Zee TV has increased by 82%. The time spent per viewer defined as the average minutes spent by the viewers (people reached by the programme) has remained constant, though the reach has increased by more than 100% (as shown in the chart 1). This indicates that the total amount of time spent by the viewers has increased as not only did more people trial the programme (high reach) but they also spent more time on the time slot. Also note that the proportionate increase in reach is more than the proportionate increase in channel share. For any programme launch, reach and time spent are the two major indicators. Ratings, a constituent of these two factors, builds up across a number of episodes as the stickiness (time spent) of the audiences to the programme increases.
Audience Behaviour:
With time spent being a key constituent for the computation of ratings, the environment in which a programme is telecasted plays a vital role for retention of audiences. The greater the number or duration of breaks, the higher is the chance that a viewer may zap to some other channel. The above graph of flow of audiences (Chart 3) in the JIKNH time slot between Star Plus and Zee TV in Mumbai depicts this phenomenon among the Cable & Satellite households. There is a high exchange of viewers between the two channels during the breaks. This could be a key reason that Star Plus has lost its channel share , while this has been a gain for Zee TV.
The above details in the Mumbai market helps one to understand the viewership pattern and channel dynamics.
Profile of audiences:
A fundamental question that one needs to be analyse is: Who are the audiences that saw the programme?
In the above graph, the Net index axis represents the ratings that consider the rating of Cable & Satellite 4 years and above (CS 4+) audiences as the base (100). This means that for every 100 rating index generated by CS 4+ audiences, CS Sec A generates a rating index of 172. This helps to analyse whether the programme is skewed towards any particular set of audiences. In Mumbai, the rating for CS 4+ individuals is 3.46 while that for SEC A individuals is 5.97. The composition of Cable & Satellite population in Mumbai consists of only 17% SEC A individuals while SEC D/E individuals consists of 30%. The programme, however, has low ratings (2.6) in the SEC D/E category. Almost all Hindi Speaking markets show similar profile for the programme.
– Hindi Speaking Markets ( Except Ahmedabad)
Trial Generation :
In the *Hindi speaking markets, the reach has gone up by 80% thus depicting a high trial generation. Out of this, Calcutta has shown a significant rise from 96,000 viewers to half a million viewers-a rise of 450% .The other significant gainers are Rest of Maharashtra (Maharashtra except Mumbai) increasing by 157%, Kanpur by 158%.
Viewership:
The above data indicated by shares and Reach shows that the channel – Zee TV – has doubled its numbers if compared to the same time slot (Friday 2100-2200) last week. The time spent by the viewers has also increased from 13 minutes to 15 minutes.
Profile of Audiences: 
In this market, we again see the same trend as was prevalent in Mumbai. The ratings are the highest in SEC A audiences as compared to the other SEC‘s. In this market SEC A audiences consitute 22% of the total cable & satellite population.
Conclusion
Zee has achieved a favourable response for JIKNH and a strong base on which it can built up the audiences by capitalizing on the trial generation. A major share of the ratings is contributed buy SEC A audiences as the first episode of the programme is skewed towards SEC A audiences. However, if the audiences in other SEC‘s can also be captured by favourable marketing strategies, the ratings can only go in the upward direction. Certainly, high decibel promotions and highly popular star cast is the road to go ahead!
Mumbai: GIVA, a premium jewellery brand aiming to make authentic, elegant, and fine silver jewellery accessible in India, launched their latest line of Rakhi collections, for the upcoming Raksha Bandhan festivities in India. Renowned for redefining the art of presenting exquisite sterling silver jewellery, GIVA takes immense pride in launching an emotive campaign that honours the profound sibling connection. Aptly named “Ties of Love,” the campaign transcends being a mere collection; it is an exploration of the emotional connection that siblings share. This campaign artfully encapsulates the essence of sibling relationships through meticulously crafted 925 silver jewellery rakhis, serving as poignant symbols of affection, protection, and enduring love.
GIVA has embraced a digital advertisement that eloquently portrays the deep and meaningful love that siblings share. This ad serves as a heartfelt depiction of the profound bond that exists between brothers and sisters, further resonating with the brand’s dedication to celebrating and cherishing these special relationships. The ad beautifully captures the essence of a sibling duo celebrating a long-distance Raksha Bandhan and highlights the range of emotions amidst virtual and real-time celebrations. The campaign’s strategic blueprint leverages modern communication platforms such as influencer marketing, Youtube and Instagram advertising.
In a strategic move, GIVA enlisted the support of prominent social media influencers and celebrities Ridhhi Dogra, Pooja Gor and Sreejita De to convey the campaign’s key messages to their target audience. To honour this enduring bond between siblings, GIVA has created an Instagram filter named #TiesofLove. This filter is a tribute to the unbreakable bond we share with our siblings and with this, GIVA aims to witness countless siblings sharing their own delightful and hilarious anecdotes all through August.
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GIVA founder Ishendra Agarwal said, “GIVA’s Ties of Love Rakhi campaign embodies GIVA’s mission: celebrating the timeless with a modern twist. This year, we sought to extend Rakhi’s warmth beyond a day by crafting convertible rakhis that can transform into cherished pendants. We also extended our shipping to over 20+ countries to truly celebrate sibling love across borders.
It is more than a campaign. It’s a call for togetherness. It’s a shared tribute to love, tradition, and cherished moments. Our curated collection of gift hampers, personalised rakhi and rakhi gifts are a testament that gifts should know no boundaries.”
To extend a perfect gesture towards both sisters and brothers-in-law, their Bhaiyya-Bhabhi combo stands as an ideal selection. The Rakhi Box is an exclusive gifting choice that presents a personalized rakhi and kumkum, encapsulating a heartfelt touch. Additionally, they also have Bracelet rakhis that seamlessly fuse tradition with fashion, adding to their charm.
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GIVA’s Raksha Bandhan campaign seeks to highlight the profound emotional value of the rakhi tradition in India, positioning the brand as a provider of thoughtfully crafted and meaningful silver jewellery. The brand’s objective is to establish a heartfelt connection with customers, nurturing a deeper understanding of sibling connections while showcasing the brand’s impeccable artistry. GIVA has always prioritized individuality and self-expression in its design ethos. This Raksha Bandhan, the brand is particularly attentive in presenting a diverse range of top-notch, hypoallergenic rakhis, all certified by GIVA. This effort is dedicated to cherishing the enduring bond, as precious as silver, that exists between siblings.
